Customer Business Manager, Mass Channel
Once Upon A FarmAbout the role
Who You Are:
You are a scrappy, humble, and hungry Customer Business Manager who is highly analytical with a deep understanding of Target and Walmart. You possess an entrepreneurial spirit and want to work in a fast-paced environment to maximize market penetration. You are someone who works collaboratively with cross-functional teams with a “we” (not “me”) mindset. You’re an expert at “rolling up your sleeves” and getting to work immediately to get products sold in highly competitive marketplaces.
The Task at Hand:
The Customer Business Manager (CBM) will support the Mass Channel direct sales organization, with external responsibility for managing our ambient Kid Snacking business. Internally, this role partners closely with National Account Managers and operates at the intersection of Sales, Marketing, Business Development, and Operations. The CBM is responsible for ensuring successful product launches, strong retail execution, and delivery of Mass channel sales targets.
This individual will collaborate with Sales to execute promotional and shopper marketing initiatives while working cross-functionally to drive multi-category growth and maximize portfolio penetration. The role requires a balance of customer-facing sales experience and strategic, as well as tactical, leadership to achieve both short and long-term objectives. Working closely with the Sr. Director of Sales, National Account Managers, and cross-functional partners, the ideal candidate demonstrates strong collaboration, analytical rigor, and deep expertise in the Mass channel.
In This Role, You Will:
- Drive Gross & Net Sales:
- Exceed dry Kid Snacking channel gross and net sales targets through disciplined execution of strategic priorities.
- Support the Sr. Director of Sales and National Account Managers in achieving annual gross and net sales, distribution, and market share targets across relevant categories.
- Assist with sell-in efforts for new product launches, line extensions, and promotional initiatives.
- Identify incremental distribution, merchandising, and expansion opportunities across core and new platforms.
- Cross-Functional Leadership:
- Act as key liaison between Sales, Marketing (Brand/Shopper), Operations, and Business Development teams.
- Align internal stakeholders on customer strategy and priorities; influence without direct authority.
- Support innovation pipeline planning and launch readiness.
- Collaborate cross-functionally to align against forecasts, pricing, and promotional/shopper marketing calendars.
- Strengthen collaboration across the enterprise, ensuring visibility to pertinent Mass initiatives and alignment with broader channel strategies.
- Strategic Account Management & Support:
- Provide strategic input to against 24 month selling priorities and initiatives, integrating Once Upon a Farm and Mass Channel objectives to drive mutual growth behind ambient Kid snacking categories.
- Support Joint Business Planning (JBP) planning and execution with applicable departments.
- Partner with Sales/Trade teams to optimize trade spend, ensuring efficient programs and strong ROI.
- Collaborate with Inventory/Replenishment managers and Operations to optimize inventory, forecast accuracy, and in-stock performance.
- Proactively monitor key metrics (WOS, fill rates, spoilage, promo lifts) and proactively recommend forecast adjustments.
- Analyze pricing, trade spend, and ROI behind promotional and shopper marketing tactics.
- Assist NAM’s with regular reporting on sales performance vs. targets.
- Leverage strong Digital expertise and collaborate with appropriate teams to create best-in-class GTM strategies with in-depth performance scorecarding/tracking.Ensure strong alignment behind trade programming and Digital/Social activations; support development of cohesive and in
Demonstrate a proactive, organized approach to sales development, managing certain day-to-day operations while assisting in providing strategic direction for the Mass channel. Candidates should have a strong CPG sales background, established retailer relationships, and expertise in data-driven selling, analytics, and go-to-market execution. Key focus areas include cross-functional leadership (particularly with Brand/Shopper Marketing, Business Development and Operations), data analysis and reporting, new product launches, in-store execution, and driving meaningful distribution gains. All business activities must be done in a way that underscores the social mission of Once Upon a Farm.
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